That, my friends, is a question that has never been asked.
The Washington Generals were created so that the Harlem Globetrotters would have someone to play. And beat. In fact, as of this morning’s sports page the Generals have lost more than 16,000 games to the Globetrotters. So much for the half-time pep talk.
What does this have to do with your radio station?
The Generals were designed to lose. To have no recognizable stars. To be generic. The Generals are known for nothing other than what is inherent in simply taking to the court; that they play basketball. The Globetrotters, on the other hand, have performed with amazing tricks and antics from stars and zany personalities like Curly Neal and Meadowlark Lemon, “the clown prince of basketball”. And they have even had their own Saturday morning cartoon show!
I’ve been inside a few radio stations recently that are known for nothing other than what is inherent in the format—that they play Christian music. No distinctions. No unique personalities. No meaningful connection to their community. No shared sense of ‘today’.
Things bounced along okay for a while. And then a competitor came to town.
So, why would your listeners prefer to spend time with your station over another?
“The value of choice depends upon our ability to perceive differences in the options.” Mark Ramsey
I can promise you a couple of things. If your station is known only for the music you play, you’ll soon have fewer listeners than your competition. And you’ll never have your own Saturday morning cartoon show.
John is a partner in Goodratings Strategic Services, and has been a successful major market disc jockey and program director for such companies as CBS, Cap Cities, Westinghouse, Sandusky, Gannett, and Alliance during his 38 year broadcast career. John joined Goodratings’ partner Alan Mason in 1999. Contact John at firstname.lastname@example.org